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Tecate in the beer market and “BH Fitness” in the gym chain market are brands that have turned to the mystery shopper to demonstrate the value of their brands.
Tecate’s action reminds us how important the physical point of sale has become in the market and how a measure like the mystery shopper is still relevant.
In 2005, the research firm SPLENDID RESEARCH concluded that the value of the global market of agencies dedicated to activating mystery shopper measures was 600 million euros, only in North America.
After important activations that gym chains like “BHFitness” have made, “Tecate 18+” is the new campaign of the famous brewery of Mexican origin, which is committed to reviving the mystery shopper at point of sale.
Mystery shopper actions that have been done in stores like Oxxo:
– Advertising activations at the point of sale today establish a key segment in brand communication with the consumer, based on the traditional –
“Awareness messages will be disseminated through all our communication channels and points of sale in Mexico, including purchase tickets in SIX stores where the mystery shopper program will also be implemented, to ensure that merchants request official identification when making a sale with alcoholic content, in baseball jerseys for the Los Leones de Yucatán team and the Rayados and Tigres soccer teams, as well as in the themed cups of the music festivals that (the brand) sponsors,” he explains. Lino Villarrealdirector of the famous brewery.
Campaigns like Leo Burnett’s #PubLooShocker for the Department of Transportation have already sought to raise awareness of responsible drinking:
We proudly present TECATE 18+, the initiative with which we seek to raise awareness about underage drinking and invite you to be part of the solution.
Find out more here: https://t.co/1dWSULabK7#SmartConsumption #SomosHEINEKENMexico #Tecate18+ pic.twitter.com/V8T6YtKRgj— HEINEKEN Mexico (@HeinekenMexico) June 29, 2022
While in regions like Europe the Estimate of the market value of activations of mystery shopper was 210 million euros, in other more commercially dynamic regions such as North America, the firm SPLENDID RESEARCH concluded that the value of this segment, thanks to agencies dedicated to activating related measures, was 600 million euros.
This projection is based on a key principle, which is the understanding of the market based on the value of activations in the physical market. There’s a Estimate of YouGovwhere the firm explains that Mexico is the fifth country in the world where there is greater consumer preference to go to physical stores, at least 19 percent of consumers are registered, placing the country among the main markets in preferring the physical place .
MYSTERY SHOPPER STILL RELEVANT
Activating messages at the physical point of sale and, most importantly, getting to know the consumer and who sells a product in this place is more relevant than ever, which is why a brand like Tecate activates mystery shopper.
Like Tecate, designing an advertising campaign based on mystery shopper activations in stores, the strategy has even been undertaken by brands such as b h fitnessthat payment an investigation of mystery shopper to Palco23, to find the state of customer service in the gym market in Spain and the resolutions were amazing, as it shows how important it is to recover the peripheral gaze, which seems to have been lost by the constant flash of digital marketing in the agencies that implement these resources.
THE RELEVANCE OF THE MYSTERY SHOPPER
Activating brands at the point of sale makes physical retail a space with great potential to re-implement strategies, which are far from being obsolete, on the contrary, the fundamental principle is that vision can be broadened through the mystery shopper of the brand and achieve best practices in physical stores.
There is no argument that justifies the impossibility today of improving the value of what a brand delivers to the consumer, this measure endorses the value of “back to the basics” in consumer marketing and how to scale the business in an agency account marketing or similar, to new levels of business performance.
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